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Wendy's — How Could You Break My Heart?

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By MARY SHEDDEN | The Tampa Tribune

Published: February 15, 2008

I've been dumped by a fast-food restaurant.

Wendy's — that so-called wholesome All-American eatery — broke my heart. They killed the Frescata, one of the few foods at the drive-through lane not prepared in a deep-fat fryer or industrial microwave. The deli-style sandwich on fresh sourdough bread, offered with baked chips and a bottle of Dasani in two minutes or less, was a healthier alternative to the burger, fries and Coke cliché.

It was my favorite quick-hit meal when running late for a meeting or needing to feed the family. Or it was, until they ripped it off the menu with little warning in December.

It was so easy to order a Frescata Italiana — 510 fresh, made-to-order calories, according to calorie-count.com. I can't tell you the nutritional value of Frescatas with turkey, ham or the club sandwich. Wendy's removed all Frescata evidence from its menus and Web site, as if my beloved sandwiches never existed.

This change is devastating. Wendy's and I have been an item since elementary school, when my mom would take me for a Frosty after trips to the doctor's office. Wendy's, with grandfatherly founder and CEO Dave Thomas pitching its value meals, always seemed a little different than the Golden Arches and BK Lounge. It's always been my preferred fast-food joint, especially when they started offering mandarin oranges and milk with their kid's meals.

It's insulting how Wendy's International handled it. The Ohio-based company spent more than 18 months developing sandwiches the Columbus Dispatch said were designed to bring back lapsed customers, particularly women. Then in December, spokesman Bob Bertini said the Frescata "had run its course."

I called Bertini for a comment. He didn't call back. I wonder whether he wants us to stay friends.

Maybe Wendy's was justified in the breakup. I didn't make a regular commitment to the sandwich. I showed up when I needed them, not the other way around. In fact, I was never comfortable pronouncing the name: "Fresh-CATA?' "Fresh-ETTA?' Which one was the sandwich and which one was the frozen pizza?

The company, of course, tries to humor me with its wide selection of salads. I don't want salads — especially not in the car. And I don't want another grilled chicken sandwich on a processed white-bread bun. Frescata's were the perfect on-the-go meal. Try chowing down on a Subway sandwich at stoplights. You might as well wear clothes that match shredded lettuce. Or maybe they want me to consider the Frescata's replacement — the 830-calorie Baconater. Right.

I guess 7-Eleven is my quickest option now. A Luna bar, banana, red apple and a bottle of water will do in a pinch. And they understand that I want to eat in the car. After all, their over-priced containers of fruit fit conveniently in the cup holders.

My friend Jodi offered a bit of restaurant relationship advice over lunch the other day. You can't depend on them, and there's no guarantee you will feel full or satisfied, she said. Jodi learned a long time ago she needed to pack a car stash to get her and the kids through the day. Baby carrots, fruit … simple snacks in a lunchbox between the seats keep her from slipping into another uncertain drive-through experience. She's got a point.

That's it, I'm getting a cooler.

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